Baking & Snack - May 2004 - 69

May 2004

Bright & Bold
V

ivid colors and bold ﬂavors are two
qualities bakeries and snack manufacturers are using to entice today's
distinguishing consumer. From ravishing
reds and lemony yellows to sweeter cinnamon and tangier tangerine, going overboard
is in. These become even more important
when marketing to children and teenagers. Some grain-based food companies
are incorporating new colors and ﬂavors
into products traditionally consumed by the
younger generation in an effort to differentiate themselves from their competitors.
Last year, Weston Bakeries, Toronto, ON,
introduced Wonder Wacki Punky Purple
and Outrageous Orange hamburger and
hot dog buns. These eye-catching foods were
speciﬁcally designed to draw consumers' attention to the bread aisle, which wasn't too
difﬁcult with such uniquely hued products.
The launch of Pepperidge Farm's Goldﬁsh Colors was among the company's
most successful ever. The Norwalk, CTbased company introduced a colorful line
extension of its traditional Goldﬁsh snack
crackers. Goldﬁsh Colors feature purple,
red, orange and green baked snack crackers and are available in a 6.6-oz stand-up
bag, 11-oz box and 33.5-oz carton.
Pepperidge Farm also introduced
Flavor Blasted Goldﬁsh in four extreme savory tastes: Xtra Cheddar,
Xplosive Pizza, Nothin' But Nacho
and Burstin' BBQ Cheddar. The
intense-ﬂavored snack crackers
come in a 7.2-oz carton that features
new foil packaging for the cracker.
Nabisco, a subsidiary of Kraft
Foods North America, Northﬁeld,
IL, added a special marketing effort
to its seasonal offering Spring Oreo
sandwich cookies. This year, the
cookies were available with blue,
yellow, purple and green creme
ﬁllings, and the company asked its
consumers to determine which new
color to feature next spring. Those
who logged onto Nabisco's Web
site, www.nabiscoworld.com, from

Feb. 4 through May 17 were able to vote on
the 2005 color, and one lucky winner in the
"Tell Us Next Year's Spring Color" sweepstakes received a $5,000 shopping spree.
Sunshine Biscuits, Inc., a subsidiary of
Kellogg Co., Battle Creek, MI, recently introduced Cheez-It Twisterz baked cheese
snacks in Cheddar & More Cheddar and
Hot Wings & Cheesy Blue varieties. The
launch represented the ﬁrst change in shape
for the Cheez-It cracker brand in more than
80 years. Twisterz are available in a 13-oz
box speciﬁcally designed to stand out in the
cracker aisle. The box's bright colors and irregular shape draw attention to the product.
The company emphasizes the products'
bold ﬂavors on the packaging with the
pronouncement, "How did we do it? We
took two bold tastes and twisted them for
an extra crunchy cheesy snack!" The crackers, introduced nationwide in April, have a
suggested retail price of $3.49.
Herr Foods,
Nottingham,
PA, launched
"dip-friendly"
Mexican
Cheddar Dippers with Black

Beans. The tortilla chips contain a mixture
of masa (ground corn), black beans, zesty
cheddar cheese and Herr's own blend of
herbs and spices.
"We use only the top-quality 100%
whole-grain corn and add rich, ﬂavorful black beans," said Daryl Thomas,
the company's director of marketing.
"The chips are then cooked in pure vegetable oil and ﬂavored with zesty cheddar
cheese and Herr's very own special blend
of herbs and spices. This unique ﬂavor
combination is a mouthwatering experience that is perfect anytime."
Herr's Mexican Cheddar Dippers with
Black Beans bag has a colorful eye-catching bag with gold Southwest designs and
lettering. The chips are available in three
convenient package sizes, ranging from the
13.5-oz bag, which retails at $3.19, to the 4-oz
bag, available at 99c, to a 25c 1-oz bag.
Ⅲ
- Meyer Sosland

May 2004 / BAKERS PRODUCTION MANUAL / 69
http://www.nabiscoworld.com
Baking & Snack - May 2004

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